Gateson is the internet persona of Nick Trujillo, a California State University, Sacramento, communications professor who, a la Spinal Tap, established an alter ego as the burned out former lead singer of the mythic band The Ethnogs.

It’s all aimed at exploring how viral media works — how popular sensations emerge within the new media landscape. Trujillo has posted more than 70 videos on YouTube under the guise of Gory in hopes of seeing the character go viral.

Gory said he was inspired after he happened by the silver sculpture ( “Erratic,” by artist Roxy Paine, on Santa Monica Boulevard, across from Beverly Hills City Hall). “It looked like dog poop to me. I had dogs for 25 years so I tend to see the world in dog terms.”

Gory points out that he was not paid by Beverly Hills to make the announcement, but undertook it on his own, with his fellow Ethnog, ”Dougie Mac” (who’s really Dr. Bob Krizek, a professor of communication at St. Louis University.)

The song may be a fake public service announcement, performed by a made-up characters, in front of a sculpture that’s open to interpretation, but its message, Gory says, is real:

When Conan O’Brien left NBC Friday night, he may have been $32.5 million richer. But he had to leave his dog behind.

Triumph the Insult Comic Dog, like all the other characters showcased during O’Brien’s tenure, will remain the property of those at his former network.

Msnbc.com has put together a nice retrospective on the not very nice dog — featuring some of Triumph’s best known assaults on popular culture and the pompous, including this one from a visit to a Beverly Hills doggie spa.

The plastic pup (pet), created by comedy writer Robert Smigel, debuted on “Late Night with Conan O’Brien” in 1997 and continued with the puppet’s “Tonight Show” appearances.

Several California cities are looking at prohibiting cat declawing, the Los Angeles Times blog “Unleashed,” reports.

The city of Los Angeles’ public safety committee was scheduled to discuss the issue yesterday morning. Today, the San Francisco Board of Supervisors will consider an ordinance that would prohibit declawing, and the Beverly Hills City Council will consider a declawing ban Thursday.

Two other cities are considering resolutions as well — the Malibu City Council has it on the agenda for Nov. 9, and the Santa Monica City Council is expected to have a second reading of a measure that would ban declawing.

Why the sudden and widespread interest? It’s because of a pending California law that will prevents cities and counties from passing ordinances banning medical procedures starting Jan. 1.

Little Bit was saved from a puppy mill following an investigation featured on National Geographic’s “The Dog Whisperer.”

Six years ago, Ozzy Osbourne, saved another family dog from a coyote, according to published reports. He reportedly tackled the predator when it got into the garden of their Beverly Hills mansion and attacked Pipi, Sharon Osbourne’s Pomeranian.

Nice digs, huh? It’s the new “mini mansion” Paris Hilton had designed and built for her dogs. It’s a smaller version of Paris’ Beverly Hills home, right down to the miniature furniture similar to her own. The lavish doghouse also has air conditioning, “Chewy Vuitton” beds, closets, two floors, a spiral staircase and chandelier, according to the Daily Mail.

Paris has been posting photos of the puppy palace on Twitter, probably because flauntingmywealth.com doesn’t exist yet. Give it time.

The luxurious house was built for Hilton’s 13 dogs, who include Marilyn Monroe, Dolce , Harajuku Bitch and Tinkerbell.

Writing on her Twitter page, the 28-year-old said: “I have to admit, I may have spoiled them a little too much. But how can I not? Just look at those sweet lil’ faces.”

While celebrities walked the red carpet at Thursday night’s premiere of “Beverly Hills Chihuahua,” about 20 protesters stood by with signs urging people not to rashly buy chihuahuas after they see the movie.

“We know the movie is cute,” says Kim Sill, who runs the campaign against puppy mills for Last Chance for Animals, the group that organized the protest. “We don’t want to say we’re against the movie. We’re against people going to a pet store after they see the movie. We want them to go to a shelter, because there are a lot of Chihuahuas there”

Animal welfare advocates have been concerned about the impact the Disney movie — which opens Oct. 3 — will have on sales of Chihuahuas, the Los Angeles Times reports in its pet blog, Unleashed.

Popular dog movies often cause a run on the breed featured. “101 Dalmatians” led to a surge in Dalmatian ownership. But when people realize the dog may not be right for their family — Damaltians are difficult and Chihuahuas are not always great with children –”they get dumped,” says Sills.

When a movie is about to open, puppy mills, she contends, gear up to produce more of that breed to supply pet stores.

There are already more Chihuahuas among registered dogs in Los Angeles County than any other breed, and shelters say they already have high concentrations of the breed.

Some of the Chihuhuas at the Carson shelter, run by the Los Angeles County shelter system, are featured in the video that Last Chance for Animals made to drive home its point about not buying Chihuahuas.

Sill said her group wanted Disney to air a pre-movie public service announcement in theaters, telling patrons to think hard before choosing a pet. “We would have happily produced it for them and given it to them,” said Sill.

The movie’s credits include an advisory that getting a pet is a serious and lifelong commitment that should be researched first.

Ed Boks, general manager of LA Animal Services, saw the movie Thursday night. “I was a bit disappointed,” he said. “The movie has a strong ‘adopt’ and ‘rescue’ message, but no ‘spay/neuter’ message. In fact, one female dog opined that she longed for a boyfriend who has NOT been ‘fixed.’

“…Disney just does not seem to share our concern over the influence this movie could have on people who will now think of Chihuahuas as cash cows.”